Picturehouse partners with Mubi

Arthouse clientele to be offered movies on demand

LONDON — U.K. arthouse theater chain Picturehouse Cinemas has partnered with online subscription service Mubi to offer movies via a range of platforms.

The deal, which was brokered by brand specialists elevenfiftyfive, marks the start of a close working relationship between the two companies, which are discussing establishing complementary programming.

“At Picturehouse we pride ourselves on being a forward-looking company,” said Gabriel Swartland, head of communications at Picturehouse. “Our early adoption of digital projection and alternative content are two examples of this philosophy. We are determined to work closely with emerging digital platforms. This partnership with Mubi allows us to gauge the appetite for video on demand, at home and on the go with our communities of avid film fans.”

The agreement will see Picturehouse provide on-screen promotion, digital and social media marketing, and in-cinema point-of-sale materials to advertise the partnership, and Mubi’s subscription service. Mubi will offer Picturehouse members 90 days of free access as part of their annual membership, while other Picturehouse customers will receive a 30-day free subscription.

The deal marks the first major promotion for the subscription service in Blighty, which offers customers a curated program with a new film each day on a 30-day viewing window. Subscription costs £2.99 ($4.85) per month.

“We believe it is time for a new approach to VOD, focused on curating and programming great films,” said Efe Cakarel, founder and CEO of Mubi. “We are building an opinionated brand that you can trust to bring you the best films from around the globe.”

Picturehouse was bought by Blighty’s second largest exhib chain, Cineworld Group, earlier this month, but continue to operate as a separate business.